FNG Exclusive… FNG has learned that leading UK online broker IG.com has launched the first stage of a new branding campaign. IG’s new branding includes a new logo for the company (see new and old IG logos below), and a new look website (as per the picture above).

The rebranding comes at something of an interesting time for IG. The company just reported results for its March-to-May 2020 quarter (formally its Q4-2020), which included record Revenues for IG and what will likely be record profits when those get reported next month. Actually, one of the best quarters ever reported by a retail forex and CFDs broker.

On the flipside IG had something of a hiccup last month, with its systems down and clients unable to log in for a spell.

Similar client login problems happened again late last week (June 5), but were subsequently resolved.

IG logos, new (left) and old (right):

FNG spoke with an IG spokesperson, who confirmed to us that IG had indeed launched its new brand this week, both internally with colleagues and externally with clients on the IG.com and IG Group corporate websites.

It appears that the rebranding has a lot to do with IG’s move to mobile, and the generally increasing use of mobile devices by retail traders when it comes to online financial trading. In a number of social media posts IG has been quietly making over the past few days since it switched its website to the new logo, the visuals have been of IG personnel holding up their smartphones displaying the new logo (see left, from the company’s LinkedIn page).

Regarding the background on the rationale behind the rebranding, last year IG launched its new growth strategy and part of that ambition has been to establish a recognisable and distinctive brand across all markets globally. The company said that its new brand is built on its established purpose and values: Champion the Client, Love What we do and Lead the Way.

The company indicated that a fundamental part of its new global brand proposition is to continue to develop a strong and winning team. The collaboration IG is now seeing across all parts of IG is important because the company needs to have that growth mindset to complement a strong commercial and innovative nature.

Gerhard Sagat, Head of Brand at IG and the man who pioneered the rebranding, had the following to say:

“We’ve updated our brand identity starting with our logo, which is really simple clean and bold. We’ve also updated our colour palette but we are still undeniably red. The curve has been removed out of the “I” so it’s a lot sturdier and solid in its appearance while the “G” has been shaped to form an arrow head to indicate progression.

We’ve deliberately made some decisions which are quite fresh and different in the industry and will resonate well with our clients.”

An IG spokesperson explained to FNG that IG’s client demographic has remained remarkably consistent, with its clients usually male aged between 30 to 50 years old living in financial cities, wealthy, well-educated and usually in professional or technical jobs. IG’s traders are typically self-directed with an entrepreneurial mindset and are comfortable managing risk. They will see an opportunity or find a position and then come to IG where they can trade it on its platform. IG knows that the products and services it provides are not suitable for everyone, and says that it is very transparent with potential clients in the way it operates around this.

An IG spokesperson also told FNG:

“The global nature of the new brand is important as we continue to deliver a more sustainable and diversified global business. Our focus is always on improvement and innovation to deliver the best trading experience for our clients. Strong companies have strong brands built on incredibly close relationships with their clients.”